The Judo Move: Handling the “We Already Use a Competitor” Objection

Introduction

A classic objection in transactional selling is when the prospect states, "We already use a competitor."

Many salespeople take this as an absolute objection to the sale and think that since their prospect is loyal to another provider, it is pointless to continue the conversation.

As a result, less experienced salespeople respond to this objection aggressively, overwhelming their prospects with product features and arguing with them as much as possible.

However, this strategy usually does not work out.

The best salespeople in transactional selling face objections such as "we already use a competitor" quite differently. Rather than fighting the resistance, they apply the “Judo Move” by redirecting the conversation with curiosity, empathy, and thoughtful questions.

In today's fast-paced sales world, objections should not be seen as obstacles but as opportunities to learn more about the customer's needs.

Why “We Already Use a Competitor” Is Not Always a Sales Rejection

This does not necessarily mean the deal is over.

Buyers can still be exploring other options while doing business with one particular company. They could be unhappy with the customer service they receive, price increases, their response rate, or missing out on certain product features.

Some buyers might just be looking to evaluate other options before signing any more contracts.

Curiosity itself is often a sign of intent.

If they were completely satisfied with the competitor, they would not need to explore further. Elite Rapid Converters know this better than anyone. This kind of objection actually means that the buyer is open to the deal.

What you must do is understand what matters most to the buyer and where they are dissatisfied.

The Biggest Mistake Sales Reps Make With Competitor Objections

Perhaps the biggest mistake sales reps make when addressing competitor objections is going on the attack against the competitor.

New reps criticize the competitor, debate its superiority, or bombard buyers with feature comparison questions. Some go into defense mode and begin trying to "prove" how good their solution is as soon as possible.

It usually hurts trust-building.

When buyers realize that their existing vendor is being harshly criticized, they may feel defensive because they chose the vendor previously. The sales rep attacking the competitor can unconsciously make buyers think that their choice was wrong.

Thus, they become more emotionally resistant.

Elite Rapid Converters never engage in confrontation. They know that people become more receptive when they feel appreciated rather than criticized.

What Is the “Judo Move” in Sales?

The Judo Move is a sales tactic that involves redirecting the customer's resistance rather than going head-on against it.

Whereas martial arts involve using one's adversary's momentum to one's advantage rather than struggling against each other, top-tier salespeople leverage a client's prior experience with a rival firm to gain valuable insights.

Rather than working against the objection, they work to better understand it.

In doing so, they reduce emotional friction instantly by taking away the pressure on the client to justify themselves in light of their current supplier. The discussion thus becomes cooperative rather than competitive.

Curiosity beats confrontation.

Why Curiosity Is More Powerful Than Competition

Curiosity is one of the most powerful tools in modern sales interactions.

When reps pose probing questions instead of becoming defensive, the prospect feels comfortable enough to be completely honest about their issues. This might range from dissatisfaction and unmet expectations to process problems or issues the buyer never mentioned at first.

Curiosity also conveys professionalism and confidence.

Competitive reps come across as scared of competition. Curious reps come across as competent and credible.

Top Rapid Converters understand that prospects are much more willing to share their emotions when they feel understood instead of attacked.

The Core Judo Move Question

Another highly effective competitor handling question is quite straightforward:

"What do you like best about dealing with them?"

Initially, one might think this is contrary to good practice. Inexperienced salespeople are typically hesitant to ask positive questions about competitors, as they fear it will make the competitor appear stronger in the buyer's eyes.

But in truth, this question greatly reduces resistance.

This demonstrates the representative's confidence, professionalism, and emotional intelligence. Rather than provoking an argument, the representative is showing interest in the buyer's experience.

Furthermore, dissatisfaction often arises spontaneously.

For instance, the buyer may reply with, "We like their platform generally, but lately we have had problems with support."

How to Uncover Weaknesses Without Attacking the Competitor

Elite Rapid Converters identify weaknesses diplomatically. Rather than criticizing the competitor directly, they pose open-ended questions such as:

• "Is there anything that needs improvement?"

• "What difficulties have you encountered so far?"

• If you could improve any part of your current experience, what would you change? 

• Asking questions allows the buyer to reflect on their experiences without feeling attacked.

In effect, the buyer identifies areas for improvement independently, a process much more convincing than having the sales rep point them out aggressively.

Using this approach keeps the discussion polite, professional, and focused on the buyer.

Reframing the Conversation Around Buyer Needs

Great sales reps resist getting caught up in comparing their product to others.

While they will not shy away from discussing features, they move the discussion back to business needs, results, and operations.

Questions include:

• What does your team value most?

• What results do you hope to improve?

• What problems persist even with your current solution?

Such questions are essential because the buyer cares more about solving problems than arguing with vendors.

Elite Rapid Converters presents its solution in the context of the buyer's needs.

The Psychology Behind the Judo Move

The Judo Move takes advantage of people’s natural desire to avoid conflict.

Emotional attachment occurs to past decisions made by people, especially to business decisions made internally by the buyer. By directly attacking the existing provider, the buyers can unconsciously defend their past decisions.

This behavior can be explained by cognitive dissonance and decision ownership.

Buyers are much less likely to resist when they find holes and frustrations within themselves by asking questions.

Common Mistakes That Destroy Competitor Conversations

Many reps ruin competitor conversations by being too aggressive or desperate.

Talking down about your competitor, interrupting buyers, loading the conversation with too many feature comparisons, and arguing too much destroy trust fast.

Another common mistake is when reps ignore buyers' needs and become too preoccupied with "beating" their competitor that they stop paying attention to the buyer's actual preferences.

Elite Rapid Converters never make any of these mistakes. They remain calm and curious, focusing on getting to know the buyer and understanding their experience.

Coaching Sales Teams to Handle Competitor Objections Effectively

Competitor objections can be handled more effectively with structured coaching.

Role-playing sessions will enable reps to practice having curiosity-driven conversations rather than defensive ones. Active listening sessions will help improve the quality of discovery, and review calls will allow managers to notice situations where the rep gets too confrontational.

It's important to coach sales reps on emotional intelligence and buyer-centered discovery.

The aim isn't to "ruin" the competitor during conversations. Instead, reps need to help buyers assess their current situation and see if there is a better fit for them.

Conclusion

When a customer says, "We already use a competitor," it does not necessarily mean that your sales call is finished. This phrase may often hide genuine interest, disappointment, or a desire for something better.

Top performers know that confronting the competition will not help build credibility and trust. Therefore, they apply the Judo Move, using curiosity and empathy to turn customers' objections into a productive conversation.

The main advantage of elite rapid converters is that they can prompt buyers to reflect on their current situation, reveal problems, and find a new way to position their offer. Modern transactional sales require deep insights into customers' needs.

Elite Rapid Converters understand that objections are not roadblocks but opportunities to uncover buyer intent. This mindset is a critical component of effective objection handling, as discussed in our guide, Navigating “No”: The C4 Competency Every Inbound Sales Team Needs.